Bidding tutorial: How to formulate a mobile bidding promotion strategy?

In recent years, due to the rapid rise of mobile devices, both major search engines and advertisers have focused more and more energy on mobile devices. However, before entering this new battlefield, have you carefully analyzed the situation, studied your opponents, and formulated response strategies? So how to formulate a mobile bidding promotion strategy in the bidding tutorial? Let’s learn more about it with Feng Chao from Dongguan Network Promotion !

Bidding tutorial: How to formulate a mobile bidding promotion strategy?

The current situation of mobile bidding promotion. The account structure distinguishes the devices. It is recommended to establish promotion plans for mobile and PC separately.
Keyword traffic monitoring: If your account structure is divided into mobile and PC, then when you analyze the traffic, do you analyze the PC and mobile traffic separately? It is easy to make directional errors or be misled.
Mobile search results
Comparing the two search results on the PC side, except that the description on the PC side is slightly longer, the two ideas are almost identical. However, in terms of user experience, the mobile version is much worse than the PC version, and there is a feeling of being unsatisfied and not attractive enough.
Are you like him, and did not write a separate creative idea for your mobile version? Try to be concise, highlight the key points and attract attention.

Low page arrival rate Compared with PC-side retrieval, mobile users have less patience when searching, especially when there is no WIFI. Moreover, many mobile website builders are not standard now. If your page opens too slowly, you must be careful about your arrival rate.
Although mobile phone screens are getting bigger and bigger, they still cannot catch up with the visual experience of computer screens. Therefore, when designing mobile pages, you must take user experience into consideration. There should not be too much information, the page layout should not be too dense, the font should not be too small, and the layout should not be too chaotic.
Conversion channel error: Of the two pages above, one has only one submission form, and the other is a series of click consultations. Personally, I think that too many or too few conversion channels will affect the conversion effect. Appropriate selling points should be used to guide the appropriate conversion channel. Sometimes, overdoing it can be counterproductive.
If you want to do a good job in marketing, you must first do a good job of analyzing the population characteristics. What are the characteristics of people who use mobile search? Speaking of habits, through investigation, users use mobile search in the following main scenarios:
When you need urgent information

Rest

When using public transportation

When you are strolling or shopping in a mall

When at work or school, we can see that mobile search is characterized by immediacy and fragmentation, which means that this group of people lacks patience and too much attention. We will analyze it in detail from four aspects.

Purchase intention analysis shows that the intentions of mobile search users are polarized. Either you search when you urgently need to find information, or you search when you have nothing to do, so the intention will be at two extremes, either not very precise or unclear.

The analysis of Internet access time periods is based on usage habits and behavioral characteristics. The golden hours for mobile terminals should be: 7-9 am, 12-14 pm, and 19-22 pm. Of course, specific adjustments should be made based on the characteristics of your own industry. When it comes to Internet time, we have to mention the fragmented browsing habits on mobile devices, which means that there are higher requirements for page conversion and customer service on mobile devices.

Purchasing Power Analysis: Nowadays, mobile device users are becoming more and more common, and using mobile devices to meet Internet needs has become a common thing, so there is no doubt that the purchasing power of mobile search users is gradually increasing.
Analysis of crowd characteristics: The inconvenience of inputting on mobile devices and people's behavioral habits determine that our search habits on mobile terminals are to search for some short words or directly select some drop-down words. Many times, people just type two words and then get too lazy to type again, or they just click on the drop-down menu when they see it, so the intent in the search term report on mobile devices is relatively inaccurate. There are also big differences between the conversion words on mobile devices and those on PCs.
Confucius once said: If you want to do your work well, you must first sharpen your tools. He told us that if we want to accomplish something, we must first do the preparatory work well and plan and plot ahead so that we can proceed steadily and achieve twice the result with half the effort.